Household brands back free breakfast scheme

The government has secured partnerships with household brands Morrisons, Sainsbury’s and Weetabix, as well as Magic Breakfast, which will see early adopter schools of the free breakfast scheme benefit from discounts and free deliveries.

The partnerships mean schools can serve up more affordable, varied breakfast options, while freeing up funds to make the clubs bigger and better through enrichment activities like board games or sports.

This comes as the latest research shows more than one in three parents (38%) find it difficult to give their child a healthy breakfast before school, with fussy eating (36%) and time (28%) being the main barriers. Half a million more children will soon be able to benefit from free breakfast clubs as 2,000 new schools will join the scheme from April 2026.  

Education Secretary Bridget Phillipson said: “We’re rolling out free breakfast clubs, and now we’re going further. By joining forces with some of Britain’s most loved food brands, we are making our offer bigger and better – backing our schools, supporting families, and ensuring every child gets the best start in life.”

With porridge (27%), fruit and yoghurt (25%), wheat biscuits (15%) and wholegrain toast (11%) being the top breakfast choices for parents, the partnerships will mean schools can now access these items much more easily.  

Simon Roberts, chief executive of Sainsbury’s, commented: “Every child deserves access to affordable and nutritious food to help them thrive, but we know far too many arrive at school without a balanced breakfast to fuel their day.

“That’s why we are proud to be partnering with the Department for Education on their free breakfast clubs, offering the early adopter schools £200 vouchers to support healthy breakfast provision. We’re committed, at Sainsbury’s, to continuing to play our part in addressing this challenge until we’re confident that everyone across the country has access to joyful, affordable food every day.”